FMCG major, ITC, will launch its own e-commerce operation for selling premium and niche products in order to tap the growing online sales segment, executive director B Sumant said. The conglomerate will sell both food and non-food FMCG products from the recently launched e-store, itcstore.in. The company is running a pilot service to sell gourmet chocolates, Fabelle, on the portal. The online store will initially sell in Delhi-NCR, Mumbai, Chennai, Bengaluru, Hyderabad and Kolkata. ITC has also launched an e-store and an app for stationary products. ITC currently sells through online trade partners like Amazon, Flipkart, Grofers and Big Basket.